Deconstructing Popular Culture: A Guide to John Fiske’s Theory

Popular culture is an intrinsic aspect of our lives. From TV shows to music, we are surrounded by it. But have you ever thought about the meaning behind it all? How pop culture influences our thoughts, beliefs, and actions? Enter John Fiske’s theory of popular culture. In this article, we’ll explore the concept of deconstructing popular culture according to Fiske’s theory.

Fiske’s Theory- The Basics

Firstly, let’s look at the foundation of Fiske’s theory. He believes that popular culture is a product of the social negotiation between the producers and consumers. It is a continuous cycle of producing and consuming, where producers make content that caters to the demands of consumers, and consumers consume the content, shaping the future content.

Secondly, Fiske talks about the different levels of pop culture. These levels comprise of dominant, negotiated and oppositional readings. Dominant readings are the ones that share the same meaning as intended by the producers. Negotiated readings are where the consumer accepts some of the meanings but modifies them to align with their worldview. Lastly, oppositional readings are the ones where the consumer challenges the intended meaning and creates a new one that contrasts with the producer’s ideology.

Deconstructing Pop Culture According to Fiske’s Theory

Now, let’s figure out how to deconstruct popular culture using Fiske’s theory. The first step is to identify the intended meaning of the producer. Usually, it’s the definition that aligns with the dominant reading. Then, we analyze the content and see how the meaning is presented and reinforced. This helps us understand the producer’s perspective.

The next step is to examine the different interpretations that the consumer can have. We need to look at how the content is perceived in different contexts and how it can be reinterpreted by the consumer. This helps us understand the consumer’s perspective.

Lastly, we need to analyze the power dynamics between the producer and the consumer. Is the producer’s intended meaning imposed on the consumer, or is the consumer’s interpretation respected? This analysis helps us understand how the balance of power is distributed in pop culture.

Relevance of Fiske’s Theory

Fiske’s theory is hugely relevant to our lives. It explains why we perceive content differently and gives us a tool to analyze pop culture critically. By deconstructing popular culture, we can appreciate the nuances and complexities that go into producing content that caters to our desires.

Examples of Deconstructing Pop Culture Using Fiske’s Theory

Let’s take an example to better understand the deconstruction process using Fiske’s theory. The Netflix show ’13 Reasons Why’ can be analyzed using this theory. The show’s intended meaning is to raise awareness about mental health issues and the impact of bullying. However, some critics argue that the graphic scenes of suicide may have a triggering effect on some viewers. This represents the negotiation between the producer’s intended meaning and the consumer’s interpretation.

Moreover, the power dynamics between the producer and consumer can be examined in this context. Is Netflix invoking its power to value entertainment over the potential danger to millions of viewers struggling with mental health issues? This signifies the balance of power being skewed towards the producer.

Conclusion

To sum up, Fiske’s theory of popular culture is a vital tool to deconstruct and analyze the meaning behind the content we consume. By understanding the producer’s intended meaning, the consumer’s interpretation, and the power dynamics at play, we can appreciate the complexities involved in creating and consuming pop culture. Deconstructing popular culture is not about criticising it; it’s about understanding its role in shaping our collective consciousness and elevating our critical thinking skills.